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Dm Presentation

  1. 1. DIRECT MARKETING & COMMUNICATION PLAN FOR NEW NFS HYBRID CAR Presented by: Gaurav Goel (C-21) Gaurav Jain (C-22) Lalit Sambyal (C-27) Nitin Malik (C-35) Pramod Chawla (C-39) Saurabh Mehta (C-44) Yug Gaurav Chaudhary(C-56)
  2. 2. TARGET MARKET: <ul><li>Demographic – </li></ul><ul><li>- male or female and between 30 and </li></ul><ul><li>50 years old, likely to be married. </li></ul><ul><li>- affluent and well-informed and educated adults, classed in the AB socioeconomic segment. - higher managerial, administrative or professional occupations and of upper middle class. </li></ul><ul><li>- prepared to purchase environmentally-friendly but also able to pay more for it (higher disposable income). </li></ul>
  3. 3. <ul><li>Psychographic – </li></ul><ul><li>Early adopters - Those who are interested in the latest technology/ innovation, and must be the first on the block to own this technology. </li></ul><ul><li>Environmentally friendly - Those who are recognising the environmental impact of motoring. </li></ul><ul><li>- Socially aware mainstream, but more hesitant to buy new technology. </li></ul><ul><li>Value Conscious - Those who are looking for the ideal combination of high fuel economy and low maintenance cost in long run at an affordable price. </li></ul><ul><li>Media Usage: </li></ul><ul><ul><li>Print:- Quality Daily Newspapers, National Geographic, financial/ business press , Car Magazines etc. </li></ul></ul><ul><ul><li>TV:- ESPN, MTV, National Geographic, Discovery etc. </li></ul></ul><ul><ul><li>Other:- Radio FM, Internet , possibly wap (internet over the mobile), little radio (has mp3 CD-player in car, or listens to internet radio) etc. </li></ul></ul>
  4. 4. <ul><li>Geographic- </li></ul><ul><ul><li>- The private buyer will be from anywhere in the INDIA, but a higher share of people would be people who are prepared to buy a car with environmentally friendly features. </li></ul></ul><ul><ul><li>- The target buyer is more likely to come from an urban area or a large city. </li></ul></ul>
  5. 5. CAMPAIGN OBJECTIVES : <ul><li>Corporate objective can be summarized as shareholder wealth maximisation and is ultimately achieved through higher profits and increased sales. </li></ul><ul><li>Marketing objectives are the successful introduction of a new car to the market. </li></ul><ul><li>Marketing communication activities are a vital part in achieving the above two and have to be coordinated with all other company activities (production, sales, purchasing). </li></ul><ul><li>- Strengthening the relationship with the our brand. </li></ul><ul><li>- Increase the consideration of our brand when planning a new car purchase. </li></ul><ul><li>- The target market should be reached as fully as possible. </li></ul><ul><li>- Customer and Consumers have to be made aware of a new product and its brand name. </li></ul>
  6. 6. <ul><li>- Being a new product with a new technology, a prime objective is to educate consumers and explain the working of the Car and advantages of this. </li></ul><ul><li>- Target markets should be excited about the new Car and spread buzz/ word of mouth. </li></ul><ul><li>- Communications should motivate consumers to find out more about the Car, visit the website, order brochures, visit a local dealer, order a test drive. </li></ul><ul><li>- The Car should be considered as a full and valid alternative to traditional cars. </li></ul><ul><li>- Ultimately communications should lead to a purchase, a higher percentage of showroom visits should be turned into sales. </li></ul>
  7. 7. CREATIVE STRATEGY: <ul><li>- Unique selling points should be emphasised in the promotions and any barriers to purchase be weakened at the same time. </li></ul><ul><li>- Promotions messages are like to change over time, early promotion should concentrate on the awareness and education aspect, whereas later executions can focus on creating excitement and focus on specific benefits. </li></ul><ul><li>- Identified barriers to purchase (high initial cost, unproven technology, product ignorance) should be overcome by stressing the long run efficiency, product information/explanation. </li></ul><ul><li>- Stress that the Car does not need any external recharging (confusion with traditional electric vehicles) and offers the same convenience as a normal car. </li></ul><ul><li>- The campaign is intended “to make the technology come alive”. </li></ul>
  8. 8. COMMUNICATION MIX : <ul><li>Two important the type of product (high involvement) and its stage in the product life cycle (introduction). These two factors influence the consumer/customer buying behaviour and therefore the mix has to be adjusted to fit these conditions. </li></ul><ul><li>Public relations, “the development and maintenance of good relationships with different publics”. </li></ul><ul><li>Public relations are useful because they enjoy a high credibility at a low cost, but the exact message cannot be controlled. </li></ul><ul><li>Personal selling is very important because a car is a high involvement product and affords more conviction for purchase which is given by Personal Selling. </li></ul><ul><li>Personal selling will be carried out by the local dealers who in advance should have been trained to be familiar with the car and its advantages and how to overcome objections. </li></ul>
  9. 9. <ul><li>Personal selling will also be of major importance when targeting the corporate/ fleet buying segment, because these customers buy in bulk they expect to be given a presentation by our representative to convince them that car is suitable for their fleet. </li></ul><ul><li>Sales Promotion is useful at the beginning of the product life cycle to increase acceptance or provoke a trial. </li></ul><ul><li>Advertising can be used to increase awareness, create interest and inform about car’s USPs. </li></ul><ul><li>Direct mail in the form of newsletters can useful for this campaign to create awareness (pre launch) and inform or offer of opportunity to book a test drive. </li></ul><ul><li>Direct Mail is also important when targeting the corporate buyers and provides them with detailed information about the car. </li></ul>
  10. 10. PRE TESTING : <ul><li>Should include concept, style and creative strategy of all intended communications and executions. </li></ul><ul><li>Direct Mail </li></ul><ul><li>Can also buy additional databases from media that their target has subscribed to and then filter these for the target demographic profile. </li></ul><ul><li>Inform the target market about the launch </li></ul><ul><li>Give opportunity to pre-order the car or test drive. </li></ul><ul><li>Detailed brochures and CD- Rom </li></ul><ul><li>Emails could be designed to enable to directly pre-order the car and purchase the car online. </li></ul><ul><li>Underline the Car image. </li></ul><ul><li>Press releases and press conferences ought create positive public relations. </li></ul>
  11. 11. <ul><li>The use of TV, Print, Internet and Outdoor should be most promising to reach and affect the target market. </li></ul><ul><li>Advertising will go through different stages to aware, educate and interest the target audience and then hopefully result in a dealer visit. </li></ul><ul><li>Providing up to ten vehicles as prizes in several prizedraws is recommended, which should be conducted in target market consumed media. </li></ul><ul><li>The campaign will be a mix between push and pull strategies. </li></ul><ul><ul><ul><li>- Consumer Market :- Pull Strategy </li></ul></ul></ul><ul><ul><ul><li>- Business Customer Market :- Push Strategy </li></ul></ul></ul>
  12. 12. MEDIA STRATEGY <ul><li>T.V. </li></ul><ul><ul><ul><li>Ads will be limited because of cost </li></ul></ul></ul><ul><ul><ul><li>Identify T.V. Stations </li></ul></ul></ul><ul><ul><ul><li>Target Programs & Timing </li></ul></ul></ul><ul><ul><ul><li>Print Ads </li></ul></ul></ul><ul><ul><ul><ul><li> - Quality Newspapers, Weekend Supplements (Spl. Back cover & second page) </li></ul></ul></ul></ul><ul><ul><ul><ul><li> - Car Magazines </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Out Door Boards </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Reach to broad Audience </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Busy Junctions </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Visibility </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Direct Mail as email </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- e-brochures </li></ul></ul></ul></ul>
  13. 13. POST CAMPAIGN TESTING <ul><li>Money spent = Objective achieved “OR” not </li></ul><ul><li>Feedbacks </li></ul><ul><li>Post testing would be done through a specialized agency </li></ul><ul><ul><ul><li>AIDAS </li></ul></ul></ul><ul><ul><ul><li>Recognition/Awareness Test </li></ul></ul></ul><ul><ul><ul><li>Recall rate </li></ul></ul></ul><ul><ul><ul><li>Felling/Attitude test </li></ul></ul></ul><ul><ul><ul><li>Impact of the campaign </li></ul></ul></ul>
  14. 14. SUMMARY <ul><li>Communication Strategy that make use of PR, Advertising, Media, Direct mail etc. </li></ul><ul><li>Personal Selling through Dealers. </li></ul><ul><li>Advertising through T.V., Print, Outdoor Media </li></ul><ul><li>Internet </li></ul><ul><ul><li>Used for both advertising and direct main as well </li></ul></ul><ul><ul><li>Plan might be changed especially if pre testing or post testing gives any negative result. </li></ul></ul><ul><ul><li>Ensure the integrity, message of the campaign. </li></ul></ul>
  15. 15. <ul><ul><ul><ul><ul><li>Thank You </li></ul></ul></ul></ul></ul>